vara lounge
Hotel VARA


To live in the present is to be in the moment. If we take time to be mindful, we experience travel and locations on a deeper, more memorable level. Living in the moment reflects our desire for experience over commodities but also the transitory nature of a townhouse hotel like VARA. 

Hotel VARA takes its name from "Be in the moment". VARA is the Swedish translation of Be.

Project Objectives

Formerly Merchant House, this townhouse hotel in Truro was tired and dating. The new oweners stepped in, with extensive history and success running hotels in Cornwall and partnered with Clockwork's expertise, to achieve these outcomes.

  • Transform the property into a design-led "affordable luxury" boutique hotel
  • Be accommodation led but offer workcation culture
  • Inspired by Copenhagen design aesthetic and facilities
  • Be community-focused
  • To communicate the story of the hotel's transformation

What we did

The process of the project started with with brand discovery, looking at name exploration and their connotations. We then identified the strongest names, going deeper into the design and story - where could these brands be in the future? We created moodboards for each of these ideas.

Once the name was selected, we moved onto the design. For the client, this was an important aspect of the brand that is symbiotic with the decor and furnishings of the boutique hotel. We mocked up initial concepts and then refined these into developed logo designs, patterns and colours that were Scandinavian and in-line with the desired aesthetic outcomes. 

A brand book was created for the client, to provide guidance on the identity of the brand including logos, fonts, colours and the brand mark. This ensures consistency in design and marketing to grow and develop Hotel VARA into a distinct and memorable brand. 

We undertook a re-built the existing Wordpress website, creating a stylish, modern design to match their new identity and furnishings in our own hospitality content management system (CMS).

Client Testimonial

"Delivered a fantastic new brand identity"

"Working with Clockwork Marketing’s brand and marketing consultants was a crucial part of our re-branding process.

The whole team understood our vision, challenged us, suggested creative ideas, and ultimately delivered a fantastic new brand identity and website that successfully reflects our product, all within the required timeframe and on budget. 

Working with a hospitality marketing specialist like Clockwork was a great decision, and I’d recommend their brand and marketing consultancy services to any hotelier wanting to create a standout brand in a crowded space.”


Hazel Brocklebank, Co-owner of Hotel VARA

Hotel VARA Mobile
Hotel VARA Desktop